ABU Launches New Pro-Social Media Initiative

KUALA LUMPUR, August 3: The Asia-Pacific Broadcasting Union (ABU) has launched the ABU-Media Awareness Exchange (MAE), a new
satellite and Internet distribution service aimed at delivering pro-social
content to broadcasters across the region on issues such as poverty and climate
change.

The ABU-Media
Awareness Exchange (MAE) involves a monthly satellite delivery
mechanism of pro-social content to broadcasters across the region, which will
also be complemented by Internet distribution of the material. The ABU-MAE will
partner with the Global Media AIDS Initiative (GMAI) on a yearlong
collaboration that will seek to expand the reach of AIDS content in the Asia-Pacific
region.

The MAE aims to enable regional and national terrestrials to
provide constructive information and content that will strengthen and protect
countries and the region at a time of increasing social, health and
environmental risks.

Content distribution is also being expanded on the MAE
website to include “toolkits” for broadcasters who may wish to obtain scripts,
creative and footage to adapt for use in their own locally-produced content.

“The potential role of the media in Asia in combating
pressing global issues is tremendous,” said Francyne Harrigan, the development
projects manager at the ABU. “With a regular content stream touching on such
issues as poverty, pandemic flu, climate change and disaster reduction, it is
hoped the MAE will bring about positive social change in countries across the
region.”